Available from June, the packaging features four summer-themed designs: deck chairs, umbrellas, kites and inflatables. Each pack is kitted out with thermochromic technology, meaning when chilled the bar reveals a blue colouring. This forms within the design (e.g. umbrella).
Retailers can purchase a mixed case containing all four designs, and Cadbury’s is hoping consumers will look to collect all the designs.
The launch also includes a new latte flavoured bar, which comprises a coffee cream centred combined with biscuit pieces. It also includes the same temperature colour changing technology.
Each pack has an image encouraging consumers to ‘Chill to Reveal’ the design – a campaign which Cadbury’s hopes will reignite the debate around whether chocolate should be stored in the fridge.
Commenting on the launch Mara Popa, junior brand manager for Cadbury Dairy Milk, explained the aim is to remind consumers “that chocolate is a great snacking option in the warmer weather”.
Whilst Cadbury’s social media research ahead of the launch found many to be in favour of fridge chocolate, Food Manufacture undertook its own mini TikTok study which revealed a different set of results, with more than half (60%) telling us ‘no’ it does not belong in the fridge.
So it looks like the jury is still out.
Gimmick or genius?
Offering expert analysis, Paul Aikens, FMCG Marketing and Innovation expert who’s previously worked for Mars and Weetabix, described the use of thermochromic technology as an “interesting move” which will “no doubt create consumer interest during the summer months when block chocolate sales would be expected to dip”.
“Whilst maintaining their distinctive Dairy Milk branding and purple colour, this move brings novelty to the category. It’s a great hook to drive some positive media coverage too,” he added.
Mark Field, CEO at Prof Consulting Group shared a similar view, calling the packaging “disruptive” and capable of driving increased awareness across consumers through its Instagram-appeal.
He added that the use of coffee for its newest permanent addition will also score well, given this flavour’s growing popularity.
We also spoke to David Thompson, founder of The Space Creative Branding and Marketing Agency to get his take: “Cadbury’s has a recent track record of experimentation with their packaging. Their recent Made to Share campaign works off-pack as an idea, but as a pure piece of on-shelf packaging, it is less successful with little attention to detail in terms of brand stand-out and a lack of consistency in the use of brand fonts.
“This latest idea falls into a similar trap. On shelf, it will not look much different to a regular Cadbury’s pack. The magic only happens if and when the pack is chilled in a fridge. There are some great innovations in packaging materials, from heat-sensitive finishes that change colour in your hand to packs that come to life when you view them through an iPhone. But this execution feels like a gimmick that adds nothing to the actual point of purchase experience.”
“The colour changing pack is a gimmick,” agreed Lottie Unwin, founder of Up World and Brand Hackers, but she added that “it’s also insight lead”.
“As temperatures get hotter, chocolate in the fridge is a treat and the innovation is encouraging consumers to give it a go.
Future applications
“Future applications are in interesting. Could this show us when your yoghurt has been left on the side for too long? Like any change in plastics, the question is whether the benefits are worth the sustainability impact.”
Julia O’Loughlin, group marketing manager from Parkside Flexibles had similar thoughts: “Colour-changing technology in flexible packaging has some real potential, not just for consumer engagement, but for practical applications like monitoring temperature through the cold chain or even signalling freshness at home. While Cadbury’s new pack taps into novelty, the underlying tech could support food safety and waste reduction in meaningful ways.
“Flexible packaging continues to surprise us. Every time it feels like we’re reaching the limits of the technology, the industry finds new ways to push it forward – whether through barrier innovation, sustainability, or smart features like this. It’s a reminder that innovation doesn’t always have to be about sustainability alone. While that rightly dominates a lot of the dialogue, sometimes it’s about consumer delight, added value, and rethinking what a pack can do. Launches like this help shift the conversation forward and expand what’s possible in the category."
Both the Cadbury Dairy Milk Chill2 Reveal pack 110g 21 / case and Cadbury Dairy Mik Iced Latte 122.5g 17 / case have a RRP of £2.
